Instagram has decided to drop the IGTV app from its home screen, saying that a small number of users have been using that button.

Users are accessing IGTV content mainly through links from the main feed, as well as the Explore feed and directly from creator’s profiles. Even with the IGTV button gone, IGTV videos can still be accessed this way going forward.

Although Instagram has a dedicated IGTV app, it has failed to catch on with users, according to a report from TechCrunch. Out of the 1 billion+ users on Instagram, only 7 million users have downloaded the app since launching it in June of 2018.

In a statement to TechCrunch, a Facebook company spokesperson states:

“… most people are finding IGTV content through previews in Feed, the IGTV channel in Explore, creators’ profiles and the standalone app. Very few are clicking into the IGTV icon in the top right corner of the home screen in the Instagram app… we’re removing this icon based on these learnings and feedback from our community.”

It’s possible that IGTV has little to no incentive for Instagram’s top creators to produce long-form video content. Long videos are expensive, and Instagram hasn’t created a way for creators to earn money from such content.

Those who enjoy watching IGTV videos can still access a dedicated feed via an IGTV tab in the Explore section.

SourceMatt Southern